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Voice of the Customer Gain critical insight into unmet needs with customer feedback

Integrate customer feedback to build and enhance customer loyalty

Driving brand or product success depends on having a deep understanding of what your customers value. Organizations that fully understand the experiences and expectations of their customers are much more likely to adapt products to fit their evolving requirements, thereby fostering customer loyalty. You can get to this level of customer intimacy using needs identification and analysis and audience segmentation and profiling with the Voice of the Customer solution from Hanover Research.

We leverage both quantitative surveys and qualitative feedback to gather and analyze data on your customers’ experiences and expectations. By driving a laser focus on customer needs, you can successfully establish organization-wide customer centricity.

Companies that tailor offerings to buyer segments secure 15% more annual profit.

Identify customer needs and pain points with our Voice of the Customer solution


Understand which product or service attributes are most/least impactful.


Build and develop products with a customer-centric approach.


Hone in on what makes a product or service competitive and the factors that influence customers.

How it works: Voice of the Customer

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Reveal Behavioral and Emotional Drivers

Using surveys we measure brand equity or health, customer satisfaction, and customer segmentation or profiling.

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Define the Path to Purchase

Using Path to Purchase or Customer Journey Mapping, we identify key inflection points in the buying process.

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Unpack the Customer Experience

Using a variety of research methodologies, including survey, data analysis, and qualitative research approaches, we reveal pain points and unmet customer needs.


BIC Leverages Hanover Partnership to Access the Consumer Voice

“Partnering with Hanover helps BIC better understand our consumers. Our team works across departments to prioritize product launches and refinements, and then uses Hanover as a sounding board to determine the best way to extract consumer needs. We have internal marketers and researchers gathering secondary data, but Hanover helps us to understand on a deeper level how our target audience will respond to specific questions.”

– Keith Last, Brand Manager—Lighters, BIC

Make decisions with confidence, not guesswork

Hanover Research provides high quality, custom research and analytics through a cost-effective model that helps clients in the corporate, education, and healthcare sectors make informed decisions, identify and seize opportunities, and heighten their effectiveness.


Ongoing research agenda adapts with your organization’s needs


200+ analysts with advanced research expertise


Annual, fixed-fee model delivers shared costs and benefits


Exclusive account and research teams ensure strategic partnership

Put the power of our Voice of the Customer solution to work

Become a client

Access the best custom research to help hit your organization’s goals. Request your custom consult below and a member of our team will be in touch.

Have questions? Please visit our contact page.

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